App Marketing Manager - FX & CFDs Industry - Based in Malaysia

Overview:

We are seeking an experienced Senior Manager of App Marketing to lead user acquisition, activation, retention, and engagement strategies for our mobile trading application. You will own the end-to-end mobile growth strategy, including paid acquisition, ASO, CRM, lifecycle marketing, and in-app user experience. This role demands strong analytical and execution skills, a deep understanding of trader behavior, and proven experience scaling mobile apps in fast-paced, ROI-driven environments.

What will you do:

1. Mobile Acquisition & Growth Strategy

• Own the complete mobile user acquisition strategy (paid & organic) across Google, Meta, Display, Programmatic, OEMs, affiliates, and network channels.

• Deliver on key performance indicators including installs, registrations, CPA, FTDs, trading activity, and retention.

• Collaborate with data and BI teams to develop attribution models and optimize campaign performance.

2. App Store Optimization (ASO)

• Improve app store visibility and conversion rates through keyword optimization, metadata management, and creative assets for iOS and Google Play.

• Monitor competitor rankings and refine strategies for increased visibility and performance.

• Launch and test creative variations including screenshots, video previews, and more.

3. Activation & Onboarding

• Partner with Product, UX, and CRM teams to streamline the onboarding journey (install register verify deposit first trade).

• Identify drop-off points and implement triggered messaging (push, in-app, SMS) to boost activation rates.

• Optimize KYC processes, signup flows, and mobile funnels to increase FTUs and FTDs.

4. Lifecycle & Retention Marketing

• Work closely with the CRM team to execute lifecycle campaigns (push, in-app, email, WhatsApp) aimed at increasing DAU/MAU, retention, and trading frequency.

• Leverage segmentation and cohort analysis to run personalized mobile campaigns tailored to user lifecycle stages.

• Drive engagement through features like gamification, loyalty programs, and trading alerts.

5. Cross-Functional & Regional Collaboration

• Collaborate with country and regional teams to localize mobile campaigns and app storefronts.

• Coordinate with compliance teams to ensure legal and regulatory approvals for mobile creatives.

• Manage media agency and vendor relationships while exploring emerging user acquisition channels.

6. Reporting & Optimization

• Develop dashboards and automate reporting to provide clear performance insights.

• Apply A/B testing frameworks to optimize creatives, messaging, landing pages, and conversion funnels.

• Continuously improve the CAC:LTV ratio through data-driven decisions.

What makes you a good fit:

• Bachelors degree in Marketing, Digital, Business, or a related field.

• 6-10+ years of experience in app marketing, performance marketing, or growth preferably in trading, fintech, crypto, or other high-volume digital platforms.

• Deep understanding of mobile attribution platforms (e.g., Appsflyer, Adjust, Firebase).

• Proficiency with analytics tools such as GA4, Looker, or Tableau.

• Experience managing budgets, agencies, and multi-market digital campaigns.

• Strong collaboration skills with product and CRM teams to enhance user onboarding and lifecycle journeys.

• Familiarity with the trading lifecycle (registration, KYC, FTD, retention).

• Bilingual or multilingual capabilities are a plus.

Preferred qualities:

• Experience working in regulated environments (e.g., ASIC, FCA, CySEC).

• Exposure to referral-based or community-driven growth strategies.

• Familiarity with CRM and marketing automation platforms such as Braze, MoEngage, CleverTap, or OneSignal.